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Modernizing a
legacy brand

Agency of Record
Work
 / 
Farm Bureau Insurance of Tennessee

When 75-year-old iconic Tennessee brand Farm Bureau Insurance of Tennessee came to us eager to drive more performance, we mobilized on all fronts.

As the brand’s agency of record, our purview covered it all – alongside a strategy that brought deep data insights to light and a holistic creative campaign.

But without a recent brand awareness study, the brand lacked any benchmarks to measure the effectiveness of its evolving advertising strategy. We first needed insight into message performance to understand what was resonating with high-priority audiences.

We conducted research to ground the brand in audience truths.
MP&F launched a statewide survey reaching 1,000 residents ages 26–65. The study gauged brand awareness, sentiment and demographic trends, with findings visualized in an interactive dashboard.
“The brand study has provided invaluable insights into the unique needs and preferences of our Tennessee customers, helping us refine our strategy and deliver more targeted, meaningful communications that align with our community’s values."
Brooke Holzwarth, Vice President of Marketing, Farm Bureau Insurance of Tennessee
The tool is now informing FBITN’s marketing and targeting strategies and has inspired additional research investments. The insights led to a modernized creative platform that expands the brand’s relevance beyond its traditional rural roots.
We hit the ground running, driving immediate and measurable impact for the brand.
We put stakes in the ground for a new emphasis on emotionally resonant, content-led storytelling. We concepted and launched a heartwarming holiday campaign in record time. Built around a manifesto positioning the campaign as “a Christmas card from Farm Bureau Insurance of Tennessee,” the spot showed viewers that, amid the hustle of the holidays, the true gift remains human connection.
And in short order, we launched a brand campaign on broadcast, leveraging our new strategic platform.

We leveraged the power of a pneumonic device for audio branding.

The campaign extended across digital and social platforms to drive increased performance for Farm Bureau Insurance of Tennessee.

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And our fully integrated approach is working: Insurance quote completions are up and campaign efficiency to attain those leads is also way up, laying the groundwork for lasting brand growth and continued evolution.